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Ecommerce trends: Nearly 80% of people use shopping apps at home

People use ecommerce apps to increase the convenience and value of their shopping experience. Mass merchant (81%) and pure online retailer apps (77%) from stores like Target, WalMart, and Amazon are the most popular types of shopping apps, according to a new survey.

The new survey data was released by Visual Objects, a portfolio website that showcases work from top creative firms from around the world.

Other key findings include:

  • People also use shopping apps from food and beverage businesses (69%), apparel retailers (35%), and convenience stores (33%).

  • Most people (79%) prefer to use shopping apps while at home instead of on-the-go or in the store.

  • Food and beverage apps are the only e-commerce apps used more while in the retailer’s store (67%).

Visual Objects’ data supports findings from another survey, which found that the number of retail apps on the average smartphone doubled within the last year – up to four total. As more people download shopping apps, the more likely these apps are to occupy people’s time.

Most Popular Shopping Apps

When people use shopping apps, they’re most likely to use an app from mass merchant retailers like Target, Walmart, or Costco (81%), pure online retailers like Amazon or Overstock (77%), or apparel retailers (79%).

The most popular shopping apps offer a benefits-driven and frictionless path to purchase.

“A retail app that works well allows people to find what they’re looking for and buy it quickly,” wrote Bertrand Schmitt, CEO, chairman, and co-founder of App Annie, an app analytics platform.

To capitalize on the shift to mobile app shopping, businesses must offer an efficient and rewarding mobile user experience (UX) that compliments the larger omnichannel experience. Retail apps should work seamlessly with other purchasing channels, such as the mobile web and brick-and-mortar stores.

Retail Apps Used Most Frequently at Home

People use retail apps to add value and convenience to their shopping experience: Nearly 80% of people (79%) use shopping apps when they are at home instead of on-the-go or in another store, Visual Objects’ survey found.

Shopping apps allow consumers to browse goods and services in the privacy of their homes before making a purchasing decision. However, apps without fixed product offerings, such as apparel apps and convenience store apps, are less likely to see habitual in-home use.

The apps that see the heaviest in-home use are pure online retailer apps (92%), mass merchant retailer apps (81%), apparel apps (79%), and convenience store apps (62%).

Visual Objects surveyed 501 smartphone users who use retail apps at least once per month.


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